Contents: Foreword xiii Jean-Claude Usunier 1 Introduction to the Handbook on Cross-Cultural Marketing 1 Glen H. Brodowsky PART I CROSS-CULTURAL MARKETING THEMES AND THEORIES 2 Cross-cultural marketing insights 9 Camille P. Schuster 3 Glocalization: companies’ search for the right balance between globalization and localization 20 Svend Hollensen 4 The country image literature: intellectual basis and future research directions 37 Saeed Samiee and Brian R. Chabowski PART II METHODOLOGICAL CHALLENGES OF CROSS-CULTURAL MARKETING RESEARCH 5 Cross-cultural market and marketing research 52 Michael R. Czinkota and Camille P. Schuster 6 Methodological issues in cross-cultural research: establishing equivalence 65 V. Kumar PART III APPLIED CROSS-CULTURAL MARKETING RESEARCH 7 Consumers’ perceptions and attitudes toward product placements: exploring similarities and differences between Finland and the United States 83 Siva K. Balasubramanian, Deepa Pillai, Giacomo Gistri, Nadia I. Sabour and Hemant Patwardhan 8 Global luxury brands: researching cross-cultural differences in motivations to consume 104 Annie Peng Cui, Christopher A. Nelson and Alexis Yim 9 Intra-national cultural differences in thinking styles and the importance of technological product attributes for brand perceptions 115 Kelly Hewett and Helena F. Allman 10 Partnerships in cross-cultural marketing and retail internationalization: research propositions 133 Fatima Wang and Pervez Ghauri 11 To the big go the spoils: empirical evidence of the advantages of large players in global and local markets 152 Maxwell Winchester and Tiffany Winchester 12 Family-owned businesses in the global marketplace: a taxonomy for generational evolution and directions for future research 166 Phil Harris and Ozlem Ozdemir 13 The impact of indigenous administrative norms on cross-cultural research: leveraging smartphone platforms to reduce potential bias threats 187 Eric S. Rhodes PART IV NEW PARADIGMS AND FUTURE RESEARCH 14 Marketing research across cultures 204 Fons Trompenaars and Peter Woolliams 15 Advances in methods and theory for research in international business negotiations 225 John L. Graham 16 Future directions of cross-cultural marketing research 249 Jagdish N. Sheth and Atul Parvatiyar 17 The future is now 265 Glen H. Brodowsky Index 277